As the Premier League prepares to eliminate gambling sponsors from team jerseys, clubs are actively pursuing new partnerships. CMC Markets, a financial services firm based in London, is reportedly in negotiations with Everton and Fulham for sponsorship deals potentially valued at £50 million ($67 million) over three years.
Despite the impending ban on gambling sponsorships set for the 2026/27 season, clubs are still capitalizing on these partnerships while they can. This includes collaborations with companies lacking U.K. licenses, as the government contemplates prohibiting such arrangements.
According to a recent report from Sky News, CMC Markets is engaging with both clubs, with SportFive acting as an intermediary. However, neither Everton nor Fulham has confirmed these discussions, and no contracts have been finalized.
Choosing Everton and Fulham was a strategic move for CMC, as an insider noted that the demographics of their supporters align well with the company's existing clientele. CMC has a strong presence in London and the northwest of England, making these clubs attractive partners.
As the market for front-of-shirt advertising faces a potential decline of up to 38% for teams currently featuring betting logos, finding suitable replacements is challenging. One commercial director shared that the best offer received from a non-gambling brand was less than half of their current sponsorship deal.
Currently, Everton has Stake.com as its shirt sponsor, despite the operator exiting the U.K. market in March 2025, while Fulham is partnered with SBOTOP. CMC, with a market capitalization of approximately £975 million ($1.3 billion), has gained enough recognition to be a promising contender.
CMC has also announced plans to develop a “super app” that would enable users to trade shares and derivatives, as well as access banking and payment services, all in one platform. This initiative aims to cover “every asset class” and could significantly boost brand visibility among millions of potential users.
In the U.S., DraftKings has adopted a similar approach by merging its casino, poker, and sports betting offerings into a single application, aiming to keep users engaged across various services.
For CMC, gaining visibility in the Premier League represents a valuable opportunity to attract retail investors in a competitive market. Partnering with a regulated, U.K.-licensed financial services firm would also help clubs mitigate legal risks associated with unlicensed gambling brands.
This trend signifies a growing intersection between financial trading and betting, particularly among younger, tech-savvy consumers. In the U.S., prediction markets have surged, blurring the lines between financial trading and sports betting.
Regulators are currently evaluating how to approach platforms like Kalshi and Polymarket, which have gained traction by marketing gambling products as financial instruments. CMC, which initially focused on spread betting, has worked to rebrand itself as a comprehensive financial services provider, aiming to appeal to a new generation of retail investors.
It remains to be seen if Everton and Fulham will finalize their sponsorship agreements with CMC Markets.